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The ROI of Social Media

1.
How to Measure the ROI of
a Social Media Campaign
Brought to you by
Jamie Turner
Author, “How to Make Money with Social Media”
Chief Content Ofﬁcer, The 60 Second Marketer

2.
Jamie Turner
• Chief Content Ofﬁcer of the 60
Second Marketer, the Online
Magazine for BKV Digital and Direct
Response
• Has helped AT&T, CNN, The Coca-
Cola Company and Cartoon Network
grow sales and revenues with new
and innovative marketing programs
• Proﬁled in the world’s best-selling
advertising and promotions textbook
• Co-author of “How to Make Money
with Social Media,” reviewed as “the
best social media book available.”

3.
Jamie Turner
• You can contact Jamie Turner for
consulting and speaking engagements at
Jamie.Turner@60SecondMarketer.com
• You can buy his book by clicking here:
Barnes & Noble, Borders or Amazon

31.
Social Media Overview
LinkedIn is a Trade Show -- a slightly more formal place to meet
other business professionals and connect with them primarily for
business purposes
Facebook is a Pub -- an informal place to talk casually with
people and get to know people on a more personal basis
YouTube is Times Square on New Year’s Eve -- a place
where it’s hard to break through, but if you do, a lot of people
will see you
MySpace is like Woodstock -- wild, crazy and perfect for
the younger generation or cause-oriented marketing
Twitter is like a Cocktail Party -- it’s an energetic place where
there are many conversations going on at once

37.
How to Make Money with Social Media. Now available everywhere.
How Not to Run a Social Media
Campaign
1. Don’t upload your corporate
YouTube video and claim you
have a “social media campaign”
2. Don’t sit on the sidelines
3. Don’t downplay the importance
of social media
4. Don’t think you can do social
media in 10 minutes a day
5. Don’t think social media is just
about YouTube, Facebook and
Twitter
6. Don’t assume social media can’t
be measured
Source: http://60secondmarketer.com/blog

38.
How Not to Run a Social Media
Campaign
7. Don’t forget that social media is
about mobile media, too
8. Don’t think that social media is
like traditional marketing
9. Don’t believe the hype. Social
media is one of many tools in the
marketer’s toolbox
10. Don’t think that you can run a
social media campaign in a silo.
It’s about engaging across many
platforms

41.
Goals, Strategies and Tactics
• Your goal is your ﬁnal destination. It’s the ultimate objective of your
efforts
• A strategy is the approach you’ll take in an effort to achieve your
goals
• A tactic is the tool you’ll use as part of your strategic approach

42.
Goals, Strategies and Tactics
The Coca-Cola Company (Large)
• Goal: To increase demand for
their soft drink among users
and non-users throughout the
globe
• Strategy: To position Coca-Cola
as the classic, authentic and
genuine original
• Tactics: To use TV, radio, point-
of-purchase, mobile media and
social media to constantly
remind people that a refreshing
Coke is usually just a few steps
away

43.
Goals, Strategies and Tactics
Tony’s Italian Restaurants (Medium)
• Goal: To encourage members of
the local community to visit all
the Tony’s locations more
frequently
• Strategy: To provide special
offers to customers who
frequent Tony’s more than once
a month
• Tactics: To use social media,
including Foursquare and
Gowalla, to distribute rewards to
frequent diners
Tony’s
Italian
Restaurant

44.
Goals, Strategies and Tactics
Jane’s Interior Design (Small)
• Goal: To generate more leads
for her business
• Strategy: To position Jane as
the local authority on interior
design
• Tactics: To use Twitter, LinkedIn,
YouTube and Facebook to drive
people to Jane’s website where
they can download tips on
interior design and to capture
those leads so they can be re-
marketed to in the future

45.
Goals, Strategies and Tactics
• The goal for my social media campaign is (e.g., to generate
leads, to create buzz, to drive trafﬁc to my website, etc.)
• The strategy I’m going to use to accomplish my goal is (e.g., to
offer a discount to people who sign up for my e-newsletter, to
offer a helpful white paper to people who download it from my
website, to provide reward coupons to people who read my blog,
etc.)
• The tactics I’m going to use as part of my strategic approach
are (e.g., blog, e-newsletter, website, LinkedIn, Twitter, Facebook,
YouTube, mobile media, etc.)

70.
How to Make Money with Social Media. Now available everywhere.
ROI: Customer Retention
It costs 3 to 5 times as much to get a
new customer as it does to retain an
existing customer.
By keeping customers engaged,
involved and active with your brand,
you’ll be preventing them from
changing their loyalty.
60SecondMarketer.com -> Videos -> Branding

71.
How to Make Money with Social Media. Now available everywhere.
ROI: Customer Retention

72.
How to Make Money with Social Media. Now available everywhere.
ROI: Conversion

73.
How to Make Money with Social Media. Now available everywhere.
ROI: Profits

83.
Social Media Action Plan
1. Competitive Assessment: What are your competitors doing in
this space already? What can you borrow from them?
2. Internal Situation Analysis: How much awareness is there of
social media within your company? Is there an understanding that
it can be measured and create a positive ROI?
3. Major Objectives: What are you trying to accomplish with your
social media campaign?
4. Consumer Thought Process: What is the typical sales cycle for
your product? How much trust do you need to build before you
can make a sale? (Hint: The more expensive the product, the more
trust needs to be built.)
5. Key Strategies: What approach are you going to take in order to
have a successful program?

84.
Social Media Action Plan
6. Brand Essence: What is your brand essence and how are you
going to communicate that using Social Media?
7. Positioning: How is your brand currently positioned in the
marketplace? Where do you want it to be positioned as a result of
your social media campaign?
8. Essential Message: What is the essential take-away you want
customers and prospects to have after engaging with your brand
via Social Media?
9. Tactical Plan Overview: Which Social Media platforms are you
going to use for your program? Which tools are you going to use
to measure the success of your program?
10.Executional Roadmap: What are your SMART Goals for this
plan? How are you going to be held accountable for them?